demographic targeting and business intelligence jed nahum director of product management, microsoft...
TRANSCRIPT
Demographic Targeting and Demographic Targeting and Business IntelligenceBusiness Intelligence
Jed NahumJed NahumDirector of Product Management, Microsoft Director of Product Management, Microsoft adCenteradCenter
SES San JoseAugust 7, 2006
Page 2 | April 19, 2023
Agenda
• How do we provide BI and demographic targeting?
• How accurate are the data?
• Do targeting and BI enable better returns?
Microsoft adCenter Background• Summer ’05
– Pilots in SG and FR
• October 18, 2005 US pilot
– 400 advertisers
– 25% traffic
• February NYC SES: 70% traffic
• May 4: adCenter US Launch
• Early August: New release
Page 3 | April 19, 2023
How Do We Provide BI and Targeting?
Page 4 | April 19, 2023
Two Uses of Data for adCenter Marketers
• Business Intelligence
• Targeting & Optimization
Page 5 | April 19, 2023
How Accurate are the Data?
• Internal assessment of accuracy using two separate databases, one of which was the registration data for adCenter (CAPRi), the other being MSFT consumer marketing database (CIQ).
• Marketing database integrates data from existing subscription services, consumer packaged goods registrations, direct purchase transactions, key on-line events and external sources of data including demographics.
• Compared US data only
• Identify cases in which the consumers overlap
– Age: 2.2MM consumers
– Gender: 1.9MM consumers
Page 6 | April 19, 2023
Gender
Overall match rate: 88%Marketing
Female Male
adCenterFemale 89% 13%
Male 11% 87%
Age Statistics
• 80% of ages match in the two DBs
• Younger consumers tend to have more consistent ages in the two DBs
• Users who are in their 20’s, 30’s and 60’s are slightly more likely to provide age information in Passport than users who are in their 40’s and 50’s
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
0 10 20 30 40 50 60 70 80 90 100
Age
Distribution
CAPRi Data
CIQ Data
Page 7 | April 19, 2023
Audience Intelligence Informs
Retail Industry Findings
Reaffirm, Learn & Discover Refine Your Strategy
Keyword Audience Profile Interpretation Actionable Item
Reaffirm what you already
know
tag heuer 46% Male 26-35Traditionally target
Males• Bid boost on male 26-35
purses Largely Female audienceTraditionally target
Females• Bid boost on Female for
"purses"
Learn new facts about
your audience
kitchen appliances
50% Male/Female. BUT: "small kitchen
appliances" - 65% Female
"viking kitchen appliances" - 84% Male
Gender gaps for different types of kitchen
appliances
• Place gender based incremental bids on tail terms.
• Create gender targeted ads for tail terms
Discover intelligence
that changes your strategy
hobo 50% Male/Female
Organic searches are for info about hobos and
commercial searches are for retailers of Hobo
purses.
• Leave out references to hobos
• Target ads to to women. • Buy tail terms (hobo
bags).
diaper 61% M; 48% M < 36Explanation: Males
searching for adult site www.dpf.com.
• Exclude adult references by including references to babies in ads.
• Bid boost for Females
Page 8 | April 19, 2023
Audience Intelligence Informs
Entertainment Industry Findings
Reaffirm, Learn & Discover Refine Your Strategy
Keyword Audience Profile Interpretation Actionable Item
Reaffirm what you already
knowsoap opera
70% Female ages 18 - 50
Consistent with hypotheses
• Advertisers can create female targeted ads with this keyword
• Bid for Females 18 - 50
Learn new facts about
your audience
movie tickets,
amusement parks
70% Female ages under 50
Large female audience for movie tickets
• Create female targeted ads
• Bid for Females 18 - 50
rap music [and related
terms]
60% – 95% Femaleages 18 – 35
Larger female audience for Rap
• Target creative to women
• Bid for Females 18 - 50
casinos [and related
terms]
60% – 90% Maleages 26 to 35
Large male audience for casinos
• Target creative to men
• Bid for Males 26 - 35
Discover intelligence
that changes your strategy
elle girl 48% MaleMen searching for Elle
McPherson
• Create Female targeted ads
• Negative match “mcpherson” or “model”
• Pursue related tail terms “elle girl magazine”
Page 9 | April 19, 2023
Audience Intelligence Informs
Intelligence on Travel
Reaffirm, Learn & Discover Refine Your Strategy
Keyword Audience Profile Interpretation Actionable Item
Reaffirm what you already
knowspa resorts Over 65% Female <36
Traditionally target this demographic
• Create Female targeted ads for spa related keywords
• Bid boost Female < 36
Learn new facts about
your audience
honeymoon / honeymoon packages
honeymoon: 50% M/F; honeymoon packages:
73% Female
Males research honeymoon spots; Females research
honeymoon packages
• Create Female targeted ads for honeymoon packages
• Bid boost for Females
hotel / hotel reservations
hotel: 55% Female; hotel reservations: 75%+
Male 26-50
Large Male population for hotel reservations
• Create Male targeted ads • Bid boost Males 26-50
wine tours 80% Female 18-50 Large Female audience
• Create Female targeted ads
• Bid boost for Females 18-50
Discover intelligence
that changes your strategy
safari / African safari
vacation
safari: 50% Male/Female; African safari vacation: 60%+
Female audience
Male searches for "safari" were searching for Apple Computer's Safari RSS. Females
more apt to search for safari vacations.
• Negative match RSS. • Bid boost African safari
related terms. • Target creative to women • Bid boost for Females
Page 10 | April 19, 2023
Reaffirm, Learn & Discover Refine Your Strategy
KeywordAudience
ProfileInterpretation Actionable Item (s)
Reaffirm what you already
know
Ferrari and related terms
70% Male <35Traditionally target
Male audience
Create Male targeted ads and incrementally bid boost Males
18-35
Learn new facts about your audience
porsche boxster and
related terms
70%+ Female <51
Searches for "porsche" were split 50% M/F;
searches for "porsche boxster" were predomintaly F
Create Female targeted ads and incrementally bid boost
for Females under 51
pick up trucks
80% Female 18-35
Large Female audienceCreate Female targeted ads and incrementally bid boost
for Females 18-35
ford focus 70%+ FemaleLarge female audience
for ford focus and related models
Create Female targeted ads and incrementally bid boost
for Females
hybrid cars60%+ Female; majority under
36
Large younger Female audience for hybrid
cars
Create Female targeted ads and incrementally bid boost
for Females < 36
Discover intelligence that
changes your strategy
vans 51% < 35
Paid search for vans, minivans etc; organic
search for Vans sneakers
Negative bid "footware" and "shoes." Incrementally bid for
M/F over 35
Audience Intelligence Informs Intelligence on Automotive
Page 11 | April 19, 2023
Why adCenterMeasurable Conversion + Powerful Audience Intelligence
Demographic 50% Male/Female 65% Female
Keyword "Cookware" "Kitchenaid"
Demographic 75% Male 80% Female
Keyword "Clothing" "Isaac Mizrahi"
Demographic 70% Male 80% Female
Keyword "TVs" "Sony TVs"
Audience Targeting
Audience Targeting
1.2%
1.8%
2.0%
0.9%
1.4%
2.3%
1.0%
1.4%
2.8%
0%
1%
2%
3%
Retail Consumer Electronics Travel
MSN Google Yahoo!
Con
vers
ion R
ate
• Compete Inc. ranks MSN first in conversion rates in Retail, Consumer Electronics and Travel categories*
Notes: *Compete defines Conversion as a session where the conversion funnel was completed (purchasing retail item, purchasing travel) MSN scored 3rd in Financial Services, the only other category studied
Page 12 | April 19, 2023
Why adCenterWhat’s Working for our Clients
“The ROAS comparison for June for our biggest client, expressed as revenue per ad dollar spent, is $2.85 for AdWords, $5.53 for Yahoo, and $8.13 for Microsoft adCenter. Needless to say, we’re going to increase our investment in Microsoft adCenter right away.”
— David Szetela , President & CEO, Clix Marketing, www.clixmarketing.com
“The efficiency gained from Microsoft adCenter allowed Move.com to be more aggressive with its acquisition strategy, resulting in more conversions across the entire campaign.”
— Frank Lee, VP, Account Management & Partner Relations, The Search Agency
“The campaign has been an overwhelming success. We have seen conversion rates up to two times as high as other major search engines, including Google, all at lower bid prices. At this point, we want to spend as much money with Microsoft adCenter as we can because it simply works as well or better than anything else out there.
— David Rodnitzky, Senior Director of Marketing Adteractive
“ MSN achieved an excellent rate of return on the amount we spent. Register.com looks forward to growing our paid search campaign with MSN as the engine expands.”
— Craig Cooperman, Director, Advertising & Partner Marketing at Register.com.
Page 13 | April 19, 2023
Success Story: Home Décor Case Study
Source: Market Forecast, Retail, 2005-2009, JupiterResearch. 2005.
• Campaign results on Microsoft adCenter earned significant ROI, exceeding acquisition cost goals and outperforming Yahoo!
• The addition of Microsoft adCenter to the advertising mix, and its ability to deliver strong ROI has contributed to an increase in HDPI's overall search marketing spend
• With Microsoft adCenter serving 100% of MSN Search traffic, HDPI anticipates gaining even more flexibility to reallocate its search budget to better performing search engines
"Our goal is to maximize ROAS without cannibalizing revenue growth. The acquisition cost on Microsoft adCenter is so low that it allows us to increase our maximum CPA goals on other engines and still remain below our campaign cost threshold.“
- Christal Condon
Director, Online Marketing
"The net result is we are able to drive more volume and convert more visitors at a reduced cost. Microsoft adCenter has greatly enhanced our ROI."
- Christal Condon
Director, Online Marketing
Page 14 | April 19, 2023
Wrap Up
• Learn more:
– Varnished: advertising.msn.com/adcenter
– Unvarnished: www.webmasterworld.com and forums.searchenginewatch.com
– adCenter blog: blogs.msdn.com/adCenter
– Funky, cool stuff: adlab.microsoft.com